Duval CountyTourist Development Council
TDC Minutes
November 15, 2007
Council Chamber
City Hall @ St. James
Meeting Convened: 10:10 a.m.Meeting Adjourned: 12:00p.m.
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CouncilPresident Daniel Davis-Late Arrival
Council Member Michael Corrigan
Council Member Mia Jones-Excused
Sonny Bhikha
Vicki Bridges-LateArrival
Jim Ewing
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Henry Fonde
Fred Pozin
Steven Smith
Annette R. Hastings, Executive Director
Janice Billy, Assistant Council Auditor
Jim McCain, Asst. General Counsel
John Reyes, President, Visit Jacksonville
Others Present:
Larry Walters, VP Marketing,Visit Jacksonville; David Reese, President, Florida’s First Coast of Golf; Lesa Williams, Executive Director, JacksonvilleEquestrian Center;Mike Sharkey, Daily Record; Sam Veal, Springing the Blues; Mayor Fland Sharp, City of Jacksonville Beach; Michael Feit, Order of the Eastern Star; Pastor John Walker, CME Church; Mary Stallings, CME Church; Ron Cross, Executive Director, PGA THE PLAYERS Championship; Charlene Shirk, PGA.
Call to Order:
Acting Chair,Michael Corrigan , called the meeting to order at 10:10 a.m., noting the presence of a quorum. Councilman Corrigan stated that Council President Davis had asked him to chair the meeting until he arrived.
Review of Minutes;
The minutes from the TDC Special Meeting of September 20, 2007, were distributed for review. As no changes were suggested, it was moved and seconded that the minutes be approved as submitted. Approved 6 -0.
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Application Presentations:
1. Springing the Blues 2008
Presenter: Mr. Sam Veal, Executive Director
Mayor Fland Sharp, City of Jacksonville Beach
Councilman Art Graham, Jacksonville City Council
Date: March 30-April 4, 2008
Location: Jacksonville Beach
Grant Amount: $20,000.00
Room Nights: Guarantee 4,000 @ $5.00 per room night
Project 5,000 @ $4.00 per room night
Funds Use: Advertising & Promotion
Discussion:
Mr.Sam Veal made the presentation for Springing the Blues. Mayor Sharp and Councilman Art Graham spoke on behalf of the event and asked the TDC for their continued support in funding the event.
Mr.Pozin asked if Mr. Veal saw a trend in the future that the event could stand alone without TDC funding. Mr. Veal noted every effort was being made to keep the budget cost down to $112,000.00 and that the event was open and free to the public.
Recommendation of TDC:
A motion was made and seconded to approve a maximum award grant of $20,000.00 at $5.00 per documentedroom night with the condition that the funds be used for marketing and advertising. Approved 8-0.
2. APWA Florida Chapter Annual Meeting & Trade Show 2008
Presenter: Mr. Ed Hall, Deputy Director of Public Works
Date: April 28-May 5, 2008
Location: Hyatt/Prime Osborn Convention Center
Grant Amount: $3,000.00
Room Nights: Guarantee 568 @ $5.29 per room night
Project 711 @ $4.22 per room night
Room Night Rebate: $1.00 per room night
Funds Use: Bus Transportation to PrimeObsornConvention Center
Discussion:
Mr. Ed Hall made the presentation for American Public Works Association (APWA) Florida Chapter. Jacksonville has been chosen as the meeting location site for 2008. The last time it was held in Jacksonville was in 2002. The reason for the funding was to provide transportation for delegates and exhibitors from the Hyatt to the Prime Osborn because there is no hotel adjacent to the PrimeOsbornConvention Center.
Mr. Pozin asked about CE fee in the budget and Mr. Hall stated it was the fee for the meeting planner of the event.
Mr. Ewing inquired when the event would return to Jacksonville and Mr. Hall indicated they were three years out on site selection.
Recommendation of TDC:
A motion was made and seconded to approve a maximum award grant of $3,000.00 @ $5.29 per documented room night with the condition that the funds be used for bus transportation to the PrimeOsbornConvention Center. Approved 8-0.
3.All Star Challenge Clash of the Titians 2008
Presenter:Mr. Dennis Worley, General Legal Counsel
All Star Challenge
Date: March 15-17, 2008
Location: PrimeOsbornConvention Center
Grant Amount:$40,000.00
Room Nights: Guarantee 4,500 @ $8.89 per room night
Project 5,000 @ $8.00 per room night
Room Night Rebate: $10.00 per room nightor 10%
Funds Use: Bus Transportation to PrimeOsbornConvention Center
OffsetRoomRentalPrimeOsbornConvention Center
Discussion:
Mr. Dennis Worley made the presentation for the All Star Challenge Clash of the Titans. Mr. Worley noted because of the TDC past grant funding it made it possible for the event to be held in Jacksonville and that the event had contracted to stay at the site of the PrimeOsbornConvention Center through2010. Mr. Worley stated that the event had continued to grow since 2003 and was now using all the available space and supported any plans for expansionof the PrimeOsbornConvention Center. The funding is needed to offset the cost of transportation and rental of the Prime Osborn and not pass additional cost on to participants because of gaps in Jacksonville infrastructure. The groups liked Jacksonville and he did not want to take it to another city.
Mr. Pozin asked if this was a for-profit corporation. Mr. Worley stated the event was under a for-profit (S)corporation. The profit of $200,000.00 was split between six events per year including All Star Challenge. Mr. Pozin stated that the mission of the TDC was seed money and purpose was to grow event so that it became successful and no longer needed TDC funding.
Council Member Corrigan asked for clarification on the budget amounts and bus transportation cost of $18,000.00. Mr. Worley noted that the majority of participants flew in and the drive market only made up about forty per cent.
Mr. Fonde recommended reducing the grant because of the amount of the room night rebate income. Mr. Worley explained the rebates were only on the hotels with contracts.
Mr. Reyes stated that because of the PrimeOsbornConvention Center location transportation was a problem and in order to remain competitive in the market TDC funding was recommended.
Mr. Bhikha asked about number of rooms contracted for rebates. Mr. Worley estimated it was 2,285 with the remainder of the overflow rooms handled by a travel agency. There were no rebates from hotels not under contract.
Being no further discussion a motion was made to amend the amount of the application to $20,000.00 based on the fact the organization was receiving income from room night rebates. It was discussed and agreed that the funding would be used for just room rental of PrimeOsbornConvention Center and the remainder applied to bus transportation.
Assistant Council Auditor, Janice Billy, made a recommendation that the funding be capped at a maximum of $22,500.00 at $5.00 per documented room night.
A motion was made to approve Ms. Billy’s recommendation.
Recommendation of TDC:
A motion was made and seconded to amend and approve a maximum award grant of $22,500.00 at $5.00per documented room night with the condition that the funds be used to offset room rental of the PrimeOsbornConvention Center and bus transportation.
Approved 8-0.
4. Australia Day Challenge International Rugby League 2008
Presenter: Mr. Daryl Howland, Owner /General Manager
Jacksonville Axemen, Southeastern Rugby League
Mr. Gary Hetherington, CEO
Leeds Rhinos, United Kingdom
Date: January 16-27, 2008
Location: University of NorthFlorida Hodges Stadium
Grant Amount: $25,000.00
Room Nights: Guarantee 2,000 @ $12.50 per room night
Project 3,000 @ $ 8.34 per room night
Funds Use: International and National Advertising/Marketing
Discussion:
Mr. Daryl Howland made the presentation on Southeastern Rugby League for the Australia Day Challenge International Rugby League. Mr. Howland stated the two teams participating were the South Sydney Rabbitohs of Australia and the Leeds Rhinos of the United Kingdom. Mr. Howland introduced Mr. Hetherington, CEO of the Leeds Rhinos. Mr. Howland noted that Hollywood actor Russell Crowe was owner of the Rabbitohs and had already promoted the match on ESPN Monday Night Football and the Jay Leno Show.
Mr. Pozin asked how it was being marketed. Mr. Howland stated the event is being promoted internationally, including United Kingdom and Australia, as well as nationally and regionally.
Chair Davis asked Mr. Reyes to get a value figure of a thirty-second TV commercial spot on ESPN Monday Night Football and The Jay Leno Show in order to determine the value of promotional coverage Jacksonville received and would continue to receive as a result of promotion of the event on TV appearances by Mr. Russell Crowe.
Being no further discussion a motion was made to approve.
Recommendation of TDC:
A motion was made and seconded to approve a maximum award grant of $25,000.00 @ $12.50 per documentedroom nightwith aroom night guarantee of 2,000,with the condition that the funds be used forinternational, national, and regional promotional advertising andmarketing. Approve 7-1 (opposed Mr. Fred Pozin.)
5. 11 v 11 Soccer 2008
Presenter: Mr. Barry Dixon, FirstCoast Soccer Association
Mr. Bill Cameron, President, 11 v 11 Soccer, Inc. Date: February 16-19, 2008
Location: PattonPark
Grant Amount: $25,000.00
Room Nights: Guarantee 3,300 @ $7.58 per room night
Project 3,500 @ $7.15 per room night
Room Night Rebate: $15.00
Funds Use: Marketing, Programs, and Promotional Materials
Discussion:
Mr. Barry Dixon made the presentation on behalf of First Coast Soccer Association (FCSA) for the 11 v 11 Soccer Tournament. Mr. Dixon stated the event had been held over the past three years under the name Score at the Shore but had new ownership and name change. The event will host both girls and boys ages 13-18 for a college showcase. The event will draw from twenty states and have a local economic impact of 2.5 million dollars. FCSA has a contract with the City of Jacksonville to lease PattonRegionalPark for $1.00 per year. FCSA covers all expenses to operate and maintain the park and they receive no funds from the Recreation & Community Services.
Mr. Pozin asked for clarification regarding the budget and where the money goes regarding any profit. Mr. Cameron stated it took six months to organize the event and that 11 v 11 Soccer was a for profit organization. His salary wouldcome from the profit and the room night rebate income to 11 v 11 Soccer, Inc.
Mr. Fonde noted for the record that FCSA had a lease agreement with the City and any profit went back to operate the fields.
Mr. Bhikha stated that FCSA was not getting the room night rebate fees.
A motion was made to amend the amount per room night to $5.00 up to a maximum grant of $25,000.00.
Recommendation of TDC:
A motion was made and seconded to amend approve a maximum award grant of $25,000.00 @ $5.00 per documented room night, with the condition that the funds be used formarketing and promotionalmaterials.Approved8-0.
6. Florida Order of Eastern Star 103rd Annual Session 2008
Presenter: Mr. Michael Feit, Committee Chairman
Date: April 19-25, 2008
Location: Wyndham/Crowne Plaza/Prime Osborn Convention Center
Room Nights: Guarantee 1,800 @ $7.41 per room night
Project 1,854 @ $7.20 per room night
Grant Amount: $13,350.00
Funds Use: Bus Transportation from Southbank Hotels to Prime Osborn
Discussion:
Mr. Michael Feit made the presentation on behalf of Florida Chapter of Eastern Star. Mr. Feit noted that the session will be in Jacksonville in 2009 and is negotiating for 2010. Since the venue used is the PrimeOsbornConvention Center the request is to offset the cost of bus transportation from the Southbank hotels to the PrimeOsbornConvention Center. Attendees come from not only Florida but California, Utah, Oklahoma, Massachusetts, and as far away as Italy and Australia. It is important that bus transportation be provided to the venue because many do not drive.
Mr. Bhikha asked Ms. Hastings why a complete budget of the event was not provided by the applicant. It was noted that a pre-event budget estimate was provided on the application, however there was not a breakdown of the $30,000.00 expenses. It was explained that the PrimeOsbornConvention Center had not provided a breakdown of estimated expenses to be included, but a request had been made that it be provided and added to the application packet when made available. It was pointed out that the pre-event budget estimate was included in the application and the contract agreement with the bus company to provide transportation of $13,350.00
Being no further discussion a motion was made to amend the amount to $7.00 per room night with a maximum award of $13,350.00.
TDC Recommendations:
A motion was made and seconded to amend and approve a maximum award grant of $13,350.00 @ $7.00 per documented room night, with the condition that the funds be used forbus transportation from the hotels to the PrimeOsbornConvention Center. Approved8-0.
7. NTRL National Finals 2008
Presenter:Lesa Williams, Executive Director
JacksonvilleEquestrianCenter
Date: January 30-February 4, 2008
Location: JacksonvilleEquestrianCenter
Room Nights: Guarantee 1,200 @ $7.08 per room night
Project 2,000 @ $4.25 per room night
Grant Amount:$8,500.00
Funds Use: Advertising/Marketing
Discussion:
Ms. Lesa Williams made the presentation on behalf of the National Team Roping League (NTRL). Ms. Williams stated it was a three year contract through 2011. The JacksonvilleEquestrianCenter bid against Kissimmee and Tennessee for this event and received the bid award. TDC funding is an important part of retaining the event in Jacksonville. Ms. Williams noted that RFTV will be covering the event and a segment highlighting Jacksonville farms will be aired. Visit Jacksonville will be doing the room night tracking for the event. The funding will be used to advertise the event and the JacksonvilleEquestrianCenter in national and international publications.
Being no further discussion a motion was made to approve.
TDC Recommendations:
A motion was made and seconded to approve a maximum award grant of $8,500.00 @ $7.08 per documented room night, with the condition that the funds be usedfor regional and national advertisingand marketing. Approved8-0.
8. WMC Executive Board Conference 2008
Presenter: Pastor John Walker, Christian Methodist Episcopal Church
Ms. Mary Stallings, WMC President
Date: May 9-11, 2008
Location: Omni/Florida Times-Union Performing Arts Center
GrantAmount: $7,500.00
Room Nights: Guarantee 1,285 @ $5.84 per room night
Project 2,000 @ $3.75 per room night
Funds Use: OffsetRentalofFloridaTimes-Union Performing Center
Discussion:
Pastor Walker and Ms. Mary Stallings made the presentation on behalf of the Women’s Missionary Council, Christian Methodist Episcopal Church. Women between the ages of fifty and ninety years old will be coming from the United States, Jamaica, Haiti, and Africa.
Ms. Katie Kurycki, Visit Jacksonville, stated they were able to book this conference in Jacksonville but it was contingentupon WMC renting the Times-Union Performing Arts Center in addition to theHeadquarters OmniHotel toaccommodate theadditional meeting space needs of the conference. The grant is needed to offset the cost of the rental of the Florida Times-Union Performing Arts Center.
Begin no further discussion a motion was made to approve the grant funding.
TDC Recommendations:
A motion was made and seconded to approve a maximum TDC award grant of $7,500.00 at $5.84 per documentedroom night, with the condition that the funds be used to offset the rental of the FloridaTimes-UnionPerformingArtsCenter. Approved8-0.
- THE PLAYERS Championship Downtown Experience 2008
Presenter: John Reyes, Visit JacksonvillePresident
Date: May 5-11, 2008
Location: Jacksonville Landing/Downtown Jacksonville
Grant Amount: $100,000.00
Room Nights: Guarantee 5,000
Project 9,000
Funds Use: $60,000.00 Television and Print Advertising
$40,000.00 Special Event
Discussion:
Mr. John Reyes and Mr. Larry Walters made the Power Point presentation for THE PLAYERS Championship Downtown Experience. The presentation covered:
- Downtown Experience Marketing Campaign
- Television Advertising
- Print Advertising
- Electronic Marketing
- Promotions
- Corporate & Incentive Meeting Planners
- Total Possible Reach
- 2.15 million from The Golf Channel
- 1.14 million from Atlanta Journal Constitution
- 155,000 Visit JacksonvilleFlorida’s First Coast of Golf (FFCG) databases
Mr. Pozin noted the packaging of THE PLAYERS Championship with Downtown hotels and the Downtown Experience.
Mr. Bhikha asked for clarification on the number of documented rooms nights from 2007. Mr. Reyes stated that only 19 of the 46 hotels contacted reported room nights for that weekend. It was under reported and this year Visit Jacksonville will do follow-up with each individual hotel regarding pick-up numbers.
Mr. Ron Cross, Executive Director of the PGA THE PLAYERS Championship, stated the vision was to grow the baseby 10,000 visitors to the tournament staying in downtown area.
TDC Recommendations:
A motion was made and seconded to approve a maximum grant of $100,000.00 with documentation of room nights and the condition the funds be used for TV advertising, print media and Friday Night Downtown Experience. Visit Jacksonville will be required to submit to the TDC a written post-event report summary. Approved 8-0.
Other Business:
President’s Performance Measurement Summary Report John Reyes, President
Visit Jacksonville Mr. Larry Walters, Vice President of Marketing, gave the Performance Measurement Summary for FY 2006-2007, 4thQuarter Report Year to Date and the President’s Report.
- Sales (Group Sales & Travel Industry Sales)
- Marketing Tourist Development Advertising Report
- Tourist Development Council Budget Revenue of total income/expenses
- Medical Tourism Initiative to promote Jacksonville as “America’s HealthCenter”
- Jacksonville and the Beaches Visitors and Convention Bureau (CVB) name change to Visit Jacksonville
TDC Financial Report Janice Billy, Assistant Council Auditor
The TDC Financial Statement Report for the month of September 2007 was distributed which reflected taxes collectedof$405,716.33.
Ms. Billy stated that this report was also the summary TDC Financial Report which reflected the totalcollections and transactions for FY 2006-2007.
The October 2007 report will be sent to the TDC members once it is made available.
Florida’s First Coast of Golf Report: David Reese, President Florida’s FirstCoast of Golf
David Reese, President of Florida’s First Coast of Golf (FFCG) presented his required
quarterly report to the TDC.